Top Social Customer Service Metrics That Make a Difference

While you focus on pleasing your customers, it’s important that you know the social customer service metrics. But two different figures are involved – vanity and value metrics.

Vanity metrics seem to reflect something positive when they don’t actually do anything, such as the likes, followers, comments, and retweets.

On the other hand, value metrics consider vanity metrics as a part of a formula and help you see that you’re moving towards something that your boss is aiming for.

To get it, you can use these metrics:

• Transaction costs. These are the costs of servicing over Twitter vs. traditional means, such as telephone.

Calculate the cost of a phone call and a tweet, how many of the Twitter transactions would justify a customer call, and how much you would save per month.

Follow these steps for Facebook and calculate the average cost of providing customer service through social media.

Let a credible third party review your calculations.

• Agent efficiency. The standard call center metrics, which include the Time to Respond(TTR) and the Mean Time to Resolve (MTTR), will do. Apply these to social media vs. traditional customer servicing. But use a case management tool to deal with the servicing issues from social media.

• Customer satisfaction. Even if you’ve attended to your customers’ needs fast, you need to know if they’re happy with it. The Net Promoter Score (NPS) will measure that. Collect the Twitter handles of the customers you’ve serviced last week. Direct message them and ask them to rate you and whether they’d recommend your service to friends. Record their responses, then report the figures to your boss.

These are the top social customer service metrics that can give you the actual value of your service, not only the vanity figures that don’t impact anything.

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